Constellation launches draught format for Jack Rabbit wine

Published: 17 October, 2008

Constellation Europe announces the launch of a draught format for Jack Rabbit, the on-trade exclusive wine brand, bringing a striking new three-header fount to the market. Jack Rabbit is a huge success story for Constellation - the brand has tripled in size in just two years and is now a top 10 on-trade wine brand.

Constellation Europe announces the launch of a draught format for Jack Rabbit, the on-trade exclusive wine brand, bringing a striking new three-header fount to the market. Jack Rabbit is a huge success story for Constellation - the brand has tripled in size in just two years and is now a top 10 on-trade wine brand.

Draught wine is currently growing by 5% in the on-trade where more and more outlets are buying into the convenience of this highly-visible format. Draught wine is quick and easy to pour so customers don't have to wait, making it perfect for busy city centre bars during high footfall periods such as Friday and Saturday nights. What's more, there's no waste and so no lost profits.

Jack Rabbit's three-header fount increases visibility and makes it easier for customers to choose their wine. The fount dispenses the wine at the perfect temperature, serve after serve, plus the box stays fresh for six weeks so the taste is exactly the same as from bottle, consistent in quality.

The fount, which displays Jack Rabbit's newly-designed, clean, crisp logo, is the perfect solution for your wine by the glass offering. It dispenses three varietals - Chardonnay, Merlot and White Zinfandel, to cater for 'new to wine' drinkers' palates. Short descriptions on the fount have been added to give both staff and consumers an indication of taste.

Jack Rabbit is the perfect wine brand for city and town centre bars, whose customers tend to be new to wine drinkers. These consumers normally show little brand loyalty when it comes to wine, but Jack Rabbit has bucked the trend. Its fun-loving and distinctive brand identity makes Jack Rabbit easily recognised, offering consumers the reassurance of quality and a brand they know when ordering at the bar. Jack Rabbit is commanding an ever-growing fan base with fantastic repeat sales figures.

A range of Jack Rabbit branded PoS including glassware and chalkboards is available to drive sales and increase the brand's presence in outlet.

Peter Spencer, Senior Vice President of Sales for Constellation comments: "To maximise wine sales this Christmas, ensure your wines are prominently displayed on draught, behind the bar and in the chiller. Keeping popular wines like Jack Rabbit on draught makes for the speediest serve possible. It's really important to brief staff on the wine list so they can make recommendations to customers and display tasting notes on your wine list/chalkboards to entice customers to order. Last but not least, order in plenty of stock to meet the increased demand for Jack Rabbit on draught."